How to Handle a PR Nightmare: Break All Crisis PR Rules [Video]

Want to see the best response ever to a crisis currently making news around the world?

There’s a huge scandal going on in Australia over allegations that 17 members of the defense forces, including officers, were sharing explicit emails and photos that denigrate women. The kicker: this happened at a time when Australia has been actively encouraging women to join the Army.

Instead of slinking into the shadows to avoid the scandal, Australia’s Chief of Army, Lieutenant-General David Morrison, makes a brilliant move: He tackles the issue head-on in the amazing PSA below. In the video, he tells sexist soldiers that the Army (and the world for that matter) has changed, that sexism in any form won’t be tolerated, and, “If that doesn’t suit you, get out.”

This crisis communication move is genius. Every CEO in the world should watch and learn from it. Check it out:

How Morrison Turns a Crisis on Its Head

Of course it's inspiring to hear someone in a position of power saying they won’t tolerate stuff like this ... but this video is also a brilliant piece of crisis communications.

“It’s an awesome job. The video is well done and [Morrison's] really credible. This guy has huge political potential,” says a crisis PR expert who watched the video and gave us an evaluation, but asked not to be named.

The reason this video is so brilliant is because Morrison is doing some things that are counterintuitive to typical crisis communication advice:

1) He addresses the issue immediately, before the charges have even been proven.

Instead of saying, “Let’s wait until the investigation is done,” he’s commenting now, and to a certain extent he’s presuming that the charges are true. While PR and crisis communications professionals often recommend getting "in front" of the story, most wouldn't recommend creating this passionate PSA before the investigation is resolved. By addressing the issue directly and immediately before the investigation is over, Morrison is taking a huge risk for his organization -- but it pays off.

2) He’s actually drawing more attention to the scandal.

Most people outside of Australia weren’t aware of this scandal, and probably never would be if they hadn't seen this video. Now that Morrison made this amazing video and it's going viral all around the world, people who would never have known about this scandal are fully aware of it.

The first rule of crisis PR is you don’t want to over-communicate and accelerate the crisis. That’s why there’s often a tendency to downplay a scandal or dismiss it as the work of a few idiots, an isolated incident.

But Morrison isn’t doing that at all. He’s shining a spotlight on it and even elevating the issue. He’s making it about something bigger than just a few jerks sharing offensive emails. He’s making it about principles.

3) He spends a lot of time talking about positive things.

Perhaps the most brilliant thing Morrison does is one that you may not notice at first: he doesn’t spend a lot of time rehashing the exact charges or talking about what happened. He’s using the video to move past the crisis -- and reaffirm his organization's mission and values. “At least two-thirds of the video are talking about positive things. He’s talking about good stuff, about inclusion, and his values,” our crisis PR expert points out. "That's really good."

Did you find this video inspiring? What would you have done in this situation?

Sometimes it is important to be as proactive as possible rather than waiting far too long. I think getting a jump on any negative PR could stop the message from spreading even further.

Daniel Vieth

Complete transparency is exactly what they teach you to do in crisis management. Typically it is the legal side of a company that argues for a company or organization to keep its mouth shut during a crisis, and unfortunately CEOs often take that advice over their PR guys. What Morrison did is PR gold, not breaking the rules whatsoever. Good for him!

Brilliant! And full of integrity - doing with his actions what he preaches with his words... calls out the unacceptable behavior and promotes the high standards he wishes to affirm. Bravo. Good PR, good leadership and good organizational health.

Molly M.

"Can we make him an honourary US citizen?"
Considering his decision to serve Oz as a member of the Australian Defence Force, I think he is pretty content being an Australian citizen. :) Not everyone wants to be an American. I am sure you know, but would just like to point out that citizens of other nations exemplify great leadership values as well!

What makes the video outstanding isn’t so much the forthright manner of confronting the problem head-on and pledging action, which is good crisis communications practice (see FedEx’s video response after an employee was caught delivering a new computer monitor by throwing it over the fence). Rather, it’s the strength of the personal commitment Morrison makes to change. “I will be ruthless in ridding the army of people who cannot live up to its values." My take: http://sherercommunications.com/?p=265

I agree with Daniel.
Morrison's approach doesn't break rules. Crisis 101 calls for getting the organization's point of view out there as soon as possible.
It's the narrative that I find most interesting about this example. Somehow, some way, the Australian army put together a speech that comes across as both compellling and heart-felt by Morrison.
I would guess that Morrison himself wrote the initial draft with a professional speechwriter collaborating with him to polish the edges.

Scott Alexander

General Morrison is to be applauded for his True Leadership and Courage. Everyone should learn the lesson being taught. General Morrison, no pun intended Sir, I salute you. Thank You for being an example of what we all need to be and do, swift to address a problem before it becomes a monster out of control.

Excellent
- acknowledges the problem
- clarifies expectations
- open and transparent
- gives personal assurance that the problem will be not only addressed but that they will use this to reinforce values and, in all probability this negative situation will have a very positive end result.
Commendable indeed

Lieutenant-General Morrison,
Sir, I am honored to be an Australian, even more so to witness the values inspiring, integrity promoting stand you have assumed. Please be assured of my, our our, support as you lead and develop an organization worthy of our great nation.

Andrew Lythgoe

Truly inspired by General Morrison. Such believable and true conviction. What a great leader. I would follow this leader through anything. Other leaders in Australia need to take note as this is the way to motivate and inspire greatness.
I commend you Sir.

Steve

Great stuff from the leader. Note that when he fronted the media he wore his formal 'dress' uniform but when he recorded this message he opted to wear his combat gear, as if to say, 'I'm a working soldier but I'm also your leader and I'm not tolerating this'.

Absolutely Brilliant! Politicians world wide please take note. Take ownership and responsibility, letting everyone know exactly what you stand for as a human being as well as the vision you have for an exemplary organization. Am extremely proud to be an Aussie knowing he is in charge of our Military Forces.

Katrina H

A clear and uncompromising message on values and standards. Fantastic leadership and crisis communications. As a feminist, it also actually brought a tear. It feels rare that someone in leadership is this explicit in supporting and actioning change in this arena. Thank you Lt. Gen. Morrison.

Simon Humphries

A very well constructed response the the crisis at hand. Gen. Morrison's tone is perfect: strong and with conviction. He is utterly believable, and anyone seeing this would understand that this represent's the Chief drawing the "line in the sand".
By contrast, lookup reports on Volkswagen Australia's recent reluctance to tackle a bad PR situation that arose in the media. Many claims of "loss of power" in certain situations (manual, DSG, petrol and diesel) being documented in the media, with one instance being linked to a death under investigation through a coroner's inquiry. Recalls have been conducted overseas (including in the USA) but not in Australia until pressured into it this week by media and unhappy customers that replied to the story. The VW response NOW is appropriate, but the damage is already done. I guess it was their legal advice that prevented VW Australia's MD and dealers from making any direct responses / statements in response to the newspaper reports for more than a week.
Such a contrast: presented with crises of similar proportions, Army takes accountability and responsibility within a day, and becomes a positive case study, while VWA stayed silent for over a week, and lost a lot of respect.

Stefan Drew

What a pity the churches haven't followed this example when sexual scandals have been revealed.

Good move by the lieutenant-general. Alot of these tips can be applied to alot of peoples' internet business. If you ever have bad press in your niche, approach it head on and dont hide behind the scenes.

Sheetal Sharma

This post reminds me of ways to handle crisis at work. The chief was receptive to a crisis situation and responded immediately with action which will condemn such practices in future as well as set an example for everyone, not every CEO is like that, i must say.

Good work! Sometimes you just need to face this stuff head on. People tend to appreciate it much more when you're open about the mistakes you've made.

Michael Godfrey

I served with Dave Morrison in the Australian Army many years ago and, although I haven't spoken with him for over 10 years, I have no doubt it was his decision to tackle the problem this way and he probably wrote most, if not all of the script. He could be fiercely passionate on issues of social justice and had a love of English literature. This is not some contrived PR stunt. This is him speaking from the heart and fighting for the values and an
organisation he is deeply committed to.

Jim PH

A message to Catholic Church leaders everywhere -- watch and learn.
I advocated a similar strategy during a short period as in-house Communications Director with a major Archdiocese. They preferred to maintain their 'circle the wagons' approach.

The proof, of course, will be in the follow-up (says the cynic). It's easier to talk on camera than to make sure that talk is backed up. The U.S. military is dealing with multiple sex scandels (rape at the Naval Academy, inappropriate contact among recruiters and recruits, even a charge against an individual responsible for dealing with these issues), and the cure won't be what anyone SAYS, but rather what the organization DOES to change its culture. I hope and pray the future will judge Gen. Morrison as succeeding with what happens next.